Government & Public Service
Municipal or state economic development, lotteries, utilities (i.e. electricity conservation messages), membership drives, forces marketing communications. Includes political messages and special interest/trad
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PROGRAM
2012 GOLD
Book Burning Party
Troy Public Library would close for good unless voters approved a tax increase. With little money, six weeks until the election, facing a well-organized anti-tax group whod managed to get two previous library-saving tax increases to fail, we had to be bold. We posed as a clandestine group who urged people to vote to close the library so they could have a book burning party. Public outcry over the idea drowned out the anti-tax opposition and created a ground swell of support for the library, which won by a landslide.
Brand:
Troy Public Library
Client:
Troy Public Library
Agency:
Leo Burnett/Arc Worldwide Detroit
Language:
English
2011 BRONZE
Mobilizing An Entire Nation
The Census only happens once a decade. This massive undertaking determines the composition of people in the U.S. and the funding of important programs. Due to a range of demographic, political and social changes, survey participation would be a challenge. How do we convince EVERYONE to mail back their Census? By convincing people that the power of the Census is in their hands. Our message literally reached 100% of the population, achieving a 74% mail return and giving back $1.9 BILLION to the Government.
Brand:
The United States 2010 Census
Client:
United States Census Bureau
Agency:
Draftfcb
Language:
English
2010 GRAND
I'm in
In March 2009, Detroit Public Schools (DPS) was facing bankruptcy, a $305 million deficit, a decade-plus of substantially declining enrollment, and now the public backlash of closing 29 schools. All told, DPS could lose as many as 16,750 students for the 2009/2010 school year ? and millions in funding. DPS needed city families to believe great things happen at DPS. They didn?t need ads, they needed a movement. They got one. Results exceeded their enrollment projections and generated $49 million in funding - necessary for financial viability.
Brand:
Detroit Public Schools
Client:
Detroit Public Schools
Agency:
Leo Burnett USA
Language:
English
FINALISTS
Alcohol. Think Again.
One Drink
Republic of Singapore Navy
It's not crazy. It's the Navy.
Social Development Bank
Shop with Purpose, Empower Productive Families.
